More than 50 operators unanimously rejected a 3% pay offer at a mass meeting on Wednesday, 21 March.
Union Unite said unless the company "significantly improves" its deal, the organisation will conduct a consultative ballot of their entire membership and then expect to begin a full industrial action ballot in early summer.
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Acting national officer for construction, Jerry Swain, said workers are "demanding an offer based on the company's ability to pay".
HTC, which is the largest largest tower crane operator in the UK, recently revealed the company recorded a 46% increase in gross profits, with an operating profit of £4.333 million.
"There is no way members will accept an offer which sees their standard of living effectively cut through rising inflation, when HTC's coffers are bulging," Mr Swain said.
"If the company fails to significantly improve its pay offer then Unite members will not shy away from causing major industrial disruption, with high profile construction sites being targeted."
In November 2014 workers at the predecessor company HTC Plant Ltd took strike action over a pay dispute and subsequently secured a greatly enhanced pay deal.
(LM/CD)
